Social networking sites are being used more frequently as part of advertisers’ communication initiatives, a new report has indicated.

Findings from a study by Russell Herder and Ethos Business Law revealed that 81 per cent of online marketing services and others in the industry believe social media improves client-customer relationships.

A further 81 per cent agreed that it was beneficial for building brand reputation and 69 per cent felt it would be helpful for recruitment purposes.

The study highlighted the most popular sites for marketers as being Facebook, Twitter, YouTube, LinkedIn and individual blogs.

However, the report also emphasised the fact that many executives consider social media to be a hindrance to employee effectiveness and company reputation.

Figures from the Association of National Advertisers in conjunction with BtoB Magazine and MKTG found that 66 per cent of marketers were using social media to advertise their brands, compared to 20 per cent in 2007.

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